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Social CRM: Evolution and Building Blocks

In: Social Customer Relationship Management

Author

Listed:
  • Rainer Alt

    (Social CRM Research Center)

  • Olaf Reinhold

    (Social CRM Research Center)

Abstract

Social CRM means applying social media technologies in the field of customer relationship management (CRM). This introductory chapter shows how the social web has emerged as a third major technological innovation on the internet. It presents an overview on key terminology around social media and CRM as well as a framework to structure the domain of Social CRM. The framework comprises five main elements, which are used to discuss the case examples in Chaps. 2 and 3 as well as the main design areas in Chap. 4 .

Suggested Citation

  • Rainer Alt & Olaf Reinhold, 2020. "Social CRM: Evolution and Building Blocks," Management for Professionals, in: Social Customer Relationship Management, chapter 1, pages 1-19, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-23343-3_1
    DOI: 10.1007/978-3-030-23343-3_1
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    Cited by:

    1. Tenbensel, Tim & Cumming, Jacqueline & Willing, Esther, 2023. "The 2022 restructure of Aotearoa New Zealand's health system: Will it succeed in advancing equity where others have failed?," Health Policy, Elsevier, vol. 134(C).

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